When most people think of using Facebook as a marketing vessel, many think in terms of paid media, and with good reason. According to the social media giant’s fourth quarter earnings report in 2018, the average ad decreased by two percent while ad impressions went up by 34 percent.
So what does this mean for businesses actively running content marketing or SEO strategies (or a hybrid of the two)? People already know that Facebook has lots of users, but does the platform really have potential customers? According to the above statistics, the answer is a definite yes. And if people are clicking on ads, it means they are interested in learning more about products, regardless of the stage they are at in the buyer’s journey.
Ask yourself this: What type of blog content will resonate with the same kind of buyers who click on paid ads? And what roles do blogs intended for Facebook sharing play to help drive sales? The best HubSpot certified growth marketing agencies know that writing strategic content that speaks directly to Facebook users can play a number of roles in improving sales. From nurturing traffic that’s part of an inbound campaign, to serving as a landing page for an SEO strategy that improves keyword rankings partially fed by Facebook-generated social signals, blog content shared on Facebook can be multi-purpose.
But when it comes to content designed to directly generate sales off the social platform, how is this done? How do the best growth marketing agencies create blogs that resonate with Facebook audience members? This article is intended to help business owners, marketing and sales managers, and content teams learn the process for creating highly effective blogs meant to be purposed for sharing on Facebook to generate sales.
Are YOUR Customers Even on Facebook?
Before you delve into the strategy, the first thing to do is determine what portion of your target buyers regularly use Facebook. Just because Facebook’s ad impressions shot up in a previous quarter, this doesn’t necessarily mean your customers are on the platform. For example, B2B business models don’t normally get much traction from sharing blog content on Facebook; LinkedIn is a much better fit. But if your brand revolves around lifestyle products like clothing, home improvement, travel, cuisine or entertainment, then you can come to the natural conclusion there is potential.
Find Facebook Groups that Represent Your Customers
Simply sharing a blog post on Facebook without having an intended audience will do very little. But when you share specific blog content written for target buyers, engagement and conversions will naturally go up. For example, if you own a scuba diving business and you are trying to sell out of last year’s regulator models, simply sharing a blog that educates buyers on these regulators with the appropriate hashtags will make little noise. But if you go to scuba diving communities on Facebook where people are actively asking each other questions about gear, your return will be much higher.
Before you write your blogs, see what people are talking about; what are their biggest complaints, what topics get the most comments and likes, what are the common challenges these divers face, and what similar factors play into the behavior associated with someone looking at scuba regulators? Mine for these points, then create a cluster of blogs that addresses each topic, and share these with select groups who will re-share and engage with your content (or better yet, buy something).
Your Blog Needs a CTA
The customer’s journey should be short and sweet. This means they should get a great education without having to visit multiple pages, and there should be a CTA that takes them to a place where they can make a purchase after learning all about the product. A blog that simply links back to your website won’t cut it. Instead, design a creative CTA that resonates with the buyer persona and have it point to a product description page where customers can buy right away. That said, the blog needs to be robust and really speak to the buyer’s needs. Otherwise, they won’t be compelled to buy, let alone click the CTA.
Use Technology to Improve Content Quality
We already talked about how a blog topic must resonate with your target Facebook buyers if indeed they are going to click, read, and convert. There are a number of tech tools out there that can give insightful data about your customers, as well as your competitor’s customers.
For example, SpyFu allows you to enter a competitor’s domain before it reveals a lot of information on them ranging from how much they spent on paid media and which keywords they are targeting, to organic ranking history and associated backlinks. If you add Nacho Analytics you can even see which of their blogs and web pages get the most engagement, and knowing this will give you a pretty good idea as to what subjects and topics their competitors care about the most. You can also use social listening tools to learn what topics matter the most to your target Facebook audience members.
Then you have Google Trends, a free online tool that allows you to enter a topic or keyword that generates trending data. The tool shows date ranges, seasonality, contextual elements, and related topics. It can even reveal this data within a specific geographic location.
Chatbots for Content
Chatbot technology has been around for a while now, but in the last two years the number of chatbot providers has exploded. Why? Because the technology is so effective at fulfilling a number of roles ranging from marketing to sales. In fact, digital marketing industry influencer and founder of WordStream (a highly successful marketing agency) Larry Kim even stepped away to start up Mobile Monkey–a chatbot provider for Facebook.
Chatbots can play important roles in directing people to specific pieces of content that will enter them into a conversion funnel, or take them to a blog designed to convert readers into buyers on the spot. They can be customized to assist in any stage of the buyer’s journey, and hundreds of business that use HubSpot partner agencies have reported significant engagement and sales hikes once chatbot technology was added to their Growth Marketing Stack.
Learn How Your Customers Make Purchasing Decisions, and Write Content to those Points
Finally, you need to map out a typical buyer’s journey to determine how your customers make purchasing decisions. How much research do they tend to do before making a purchasing decision, and what is the average length of your sales cycle? Do they check competitors? Do they read customer reviews? Do they spend time looking for the cheapest price on the same or similar product? What are the most popular features people look for and how do these make the buyer’s life easier or provide a solution to a common need?
When writing blogs designed to perk up the interest of your buyers, follow these tips and you will see a significant shift in engagement with the blogs you share on Facebook. And if you are looking for a deeper solution to further improve your bottom line, consider investing in a custom Growth Marketing Stack–a set of tools and strategies designed to achieve the same sales and marketing goals.
Learn About Our Growth Stack, and More About the Various Roles Content Plays
Download our FREE guide on the WEBITMD Growth Stack and learn how this modern approach to marketing is making our clients successful. Although it is the best investment many can make, keep in mind that your business may be better suited for a different approach, so give us a call, tell us about your products, customers and brand. Then we can talk about what the best solutions to hitting your sales and marketing goals might look like!